University College London – agency partner- Precedent

Website co-designed with integrated user research

UCL’s goal was to convey the new brand proposition “An intellectual powerhouse with a radical spirit” through every aspect of their website design and content.

To achieve this the website was codesigned with the internal team and directly with its’ audiences i.e. future students. This enabled the gathering of perceptions on brand, messaging, written and visual content, and design whilst also assessing the user journey. Divided into separate design sprints, with increasing levels of fidelity, students provided opinions and made recommendations which were then incorporated into the next sprint for testing.

The results of this process were significant. The brand proposition is clear and impactful. The site attracts double the daily page views, the bounce rate has reduced by 87%, time spent on the home page is down 49% with second-page visits are up by 300%. This demonstrates the effectiveness of this design method. 

Developing a single point of access for all student needs

UCL Connects’ aim was to create a single web interface that connects all digital journeys, with single sign-on, personalisation, seamless information gathering, task completion and collaboration through the delivery of real-time data and content.

Research included workshops, interviews, surveys, and data analytics. Large quantities of qualitative and quantitative information were analysed to identify the desired students’ goals, motivations, behaviours and tasks, allowing UCL to determine how resources could best be utilised to deliver a student experience worthy of the brand.

A detailed list of issues and features across UCL’s entire digital estate provided an evidence-based ‘project backlog’ empowering departments to build business cases, create cross departmental collaborations, rationalise technology and prioritise projects based on student experience outcomes and ease of implementation.

User journeys were sketched in detail for presentation for the Senior Management Teams approval

Research into the useage data enabled us to establish current useage patterns

Many interviews and workshops were undertaken with both staff and students. This task was shared between our team and the client ensuring each engagement benefited from new input and stayed fresh.

Precedent's collective knowledge of the impact that digital has on the higher education sector is phenomenal and I have sought their sage advice on numerous occasions and not been disappointed

Susan Farrell - Head of Digital Transformation - University College London